Tag Archives: B2B marketing
What AI told me about AI‑ready content (so you don’t have to ask it too)
**Your campaigns aren’t ready for GenAI (but they could be if you start now)** There’s a slightly awkward truth floating around B2B marketing right now: buyers are already miles ahead of us. Forrester says almost 95% of buyers expect to … Continue reading
The buyer’s ‘Right to Do Nothing’: the competition we forget
Tech firms, we do love a good fight, don’t we? Line up the competition, list our USPs, polish the pitch, shout about why our tech is smarter, faster, shinier. We’ve got the features, the benefits, the ROI – ok, the … Continue reading
Lies, damned lies, and meaningless marketing metrics.
Marketers are hiding behind vanity metrics. Here’s how to spot them and what to change, to make your metrics meaningful. Continue reading
Storytelling: It’s the future! But we aren’t all Hans Christian Andersen.
Once upon a time, storytelling became the bright new thing in B2B. What wasn’t to like about adding the human touch to our soulless marketing output? It was time to break free of feature, function, benefit comparison tables and create … Continue reading
On Being Bold.
Just imagine a world where every marketing campaign is a carbon copy of its predecessor. Where brands blend into a sea of sameness, offering little to differentiate themselves. In today’s AI-happy, digital landscape, standing out demands boldness. I’ll start with what … Continue reading
The Balancing Act: B2B EMEA Field Marketing vs. Central Marketing
or How to be a successful Field Marketing Manager The life of a B2B marketer is rarely straightforward, but for those navigating the nuances of the EMEA region, the stakes can feel even higher. As an EMEA Field Marketing Manager, … Continue reading
B2B Marketing? It’s Basically Selling Toothpaste (to People, Not Teeth)
Craving a quick sugar fix? Businesses have them too, not for sweets, but for efficiency. That’s where B2B marketing comes in. Think it’s different from selling toothpaste? Wrong! Both are about understanding human needs and desires, even if one involves … Continue reading
"so what?" marketing 